The World's Most Powerful Brand; Hint: It's Not Apple

If we asked you to name the world’s most powerful brands, you may likely mention some of the companies lined up in Silicon Valley and answered with big names like Google or Microsoft. But would you have guessed that this year’s most powerful brand is Lego?
Top business valuation and strategy consultancy Brand Finance has released
The Danish toy company owes most of its success to The Lego Movie franchise that helped it score higher in terms of loyalty, familiarity, and promotion. The fact that the design is unique, creative, and strengthens children’s imagination makes its reputation stronger. Lego is also a brand that parents approve of, as it makes them feel a sense of nostalgia. All brands were measured by their Brand Strength Index (BSI), which accounts for marketing and brand management efforts.
The world’s most powerful brands and their BSI scores:
- Lego (92.7)
- Google (92.1)
- Nike (92.1)
- Ferrari (91.9)
- Visa (91.5)
- Disney (91.3)
- NBC (91.3)
- PwC (90.9)
- Johnson&Johnson (90.1)
- McKinsey&Company (89.8)
Meanwhile, the battle for the most valuable brand had two top contenders gunning for first place. Ultimately, Google overtook Apple, which held the title of
Google, which is monopolizing the search engine race has benefited from Apple’s downfall. While cost-per-click in ads have faltered, ad revenues have gone up by 20 percent since many businesses allocated bigger chunks of their budgets to online ads. Google has also been a stable contender in mobile advertising.
The world’s most valuable brands and their 2017 brand values:
- Google ($109.4bn, up by 24%)
- Apple ($107.1bn, down by -27%)
- Amazon ($106.4bn, up by 53%)
- AT&T ($87bn, up by 45%)
- Microsoft ($76.2bn, down by 13%)
- Samsung ($66.2bn, up by 13%)
- Verizon ($65.9bn, down by 4%)
- Walmart ($62.4bn, up by 16%)
- Facebook ($62bn, up by 82%)
- ICBC ($478bn, up by 32%)
h/t Brand Finance